Asda has defended its decision to stock Christmas products in July, emphasising the importance of helping customers spread festive costs across several months. The supermarket chain has faced social media attention after shoppers spotted seasonal treats on shelves at the end of July.
Pictures shared online showed packets of Maltesers Mini Reindeers and Haribo Merry Mix already available in stores, some five months before Christmas Day. One customer claimed to have purchased a Cadbury Mini Snowballs chocolate bar on July 25th.
Early Christmas shopping trend
The festive products were also listed on Asda's online grocery platform, making them accessible to customers nationwide. An Asda spokesperson said the retailer recognises how crucial it is for shoppers to manage Christmas expenses over time.
"We know how important it is for our shoppers to be able to spread the cost of Christmas and we start to see searches for Christmas products on Asda.com as early as August," the spokesperson said. "Confectionery in particular is one of those items that can be kept aside for those customers who like to get everything prepared in plenty of time."
Retail strategy benefits
Industry experts suggest the early introduction of Christmas products could boost Asda's sales figures. Sarah Coles, head of personal finance at Hargreaves Lansdown, said August launches have become standard practice for many retailers.
"Every year we say that Christmas is coming earlier, but starting in August has been the norm for some retailers for years," Coles said. She explained that supermarkets have a particular advantage in early Christmas marketing compared to gift retailers.
Food inflation concerns
"For supermarkets, there's a huge opportunity to persuade people they're stocking up early, on the understanding they'll end up eating everything, and having to do it all over again," Coles added. This strategy differs from gift shopping, where customers typically complete their lists once.
The timing comes as food costs continue to rise across the UK. The British Retail Consortium predicted on Thursday that food inflation would reach 6% by year-end, posing "significant challenges to household budgets, particularly in the run-up to Christmas".
Rising grocery costs
Grocery price inflation climbed to 5.2% in July, up from 4.7% the previous month, according to market research firm Worldpanel. This represents the highest level since January 2024, adding pressure to household finances.
Coles advised shoppers to monitor their spending carefully when purchasing early Christmas treats. "For shoppers, as long as we're not busting the budget, there's no real harm in getting into the festive spirit early," she said.
She recommended keeping receipts from previous shopping trips to compare costs at the till. "If your Christmas treats are taking you beyond what's affordable, you will need to keep a lid on them until closer to the big day," Coles warned.
(PA) Note: This article has been edited with the help of Artificial Intelligence.
